Leo Burnett Vietnam creates meaningful Tet campaign for P&G

ASIA-PACIFIC – VIETNAM, JANUARY 25, 2013 – Leo Burnett Vietnam has launched a campaign for Procter & Gamble in Vietnam in the lead up to Tet, the biggest traditional holiday season in the country, celebrating the lunar new year.

The campaign, which runs across TV, print, digital, social and point-of-sales, kicked off on November 18 and aims to establish a unique and meaningful platform which is aligned with P&G Vietnam’ s brand purpose of "touching lives, improving life".

Tet is typically a very demanding occasion for mothers who have extended duties and preparations for the festival on behalf of the whole family. Within the category of FMCG, Tet has long been considered as a “big promotional season”, which involves hard-sell communication, pushing functional benefits and incentives for sales – emotional engagement is superficial. The target audience is commonly portrayed as a happy mom doing house chores alone with a background of Tet decorations and a happy family smiling at the camera. This common communication approach leads to the lack of an emotional link between consumers and the brands, despite the enormous treasure chest of traditional values related to Tet.

Leo Burnett Vietnam seeks to break through the clutter by creating a platform for P&G during Tet with the Humankind purpose: P&G exists to make Tet an occasion to participate in special and meaningful acts for the family.

Through the agency’s consumer research work, it was able to unearth a key insight that moms, who are typically taken for granted at home, long for their families’ help in daily tasks although they do not voice it. The key idea for this campaign is to help people realize the hard work of moms through a simple, moving story and how they could make them happy by lending a helping hand during Tet.

The platform ‘Give mum a hand’ and its icon were introduced through multiple communication channels and have received positive feedback from consumers and retailers. After just two weeks, the campaign’s viral clip had reached over 100,000 total accumulative views, which far surpassed the campaign’s KPI.

‘Give mum a hand’ campaign started a strong movement that has seen people across Vietnam vowing to help mums both online and offline, generating a huge amount of attention and publicity.

“The campaign created a meaningful movement in Vietnam inspiring people to appreciate their mums and make them happy this Tet before it’s too late. The response from the campaign has been overwhelmingly successful, with moving conversations in social media and beyond. Only a campaign driven by powerful human insights can move an entire nation to take action,” said Kate Bayona, head of digital, Leo Burnett Vietnam.

CREDITS

Client: P&G Vietnam

Brand: MBCI (Tide, Downy, Ariel, Rejoice, Pantene, H&S, Pampers)

Campaign name: GIVE MOM A HAND

Creative Agency: Leo Burnett / M&T Vietnam

Executive Creative Director: Jeremy Southern

Creative Director: JP Albito

Creative Group Head: Thu-Phuong Nguyen

Art Director: Marc Marcelo, Turine Tran

Head of Digital: Kate Bayona

Social Media Strategist: Phuoc-Hanh Tran

Account Management team: Ankur Malik, Thao-Nhien Vu